(Disclaimer: I work for Amazon but this is my opinion.) While it's true that Amazon collects about as much data as it is able to, there's a big difference in t

(Disclaimer: I work for Amazon but this is my opinion.) While it's true that Amazon collects about as much data as it is able to, there's a big difference in their intentions when compared to someone like Google or Facebook. In the end, it's obvious what Amazon's motives are: they want you to buy more of their products, or more of other people's stuff from their store. The data helps them improve their products and services so you pay them more money. Personally, I'm okay with that because their incentives are aligned with mine: if they make more stuff I want, then I'll pay them for it. Note that I'd argue the same way about Apple and Microsoft. On the other hand, it's not clear what Google or Facebook want from you. Their incentives are not aligned with their users because their money comes from advertisers. It's the advertisers that are their customer, not the users. So I'd put Amazon in a completely different class from the Google and Facebook. But this ad-supported Amazon Video starts to change that, because any money they get from this is shifting their interests towards advertisers and away from customers.